“What is the current depiction of women representation in stereotypical (traditional) and non-stereotypical (non-traditional) ways in advertisements shown during prime time transmission of a Pakistani TV channel having the highest viewership ratings”

1. Presented by:
Muhammad Faizan Jamil
“STEREOTYPICAL AND NON-STEREOTYPICAL
REPRESENTATION OF WOMEN IN PAKISTANI
TV ADVERTISEMENTS”

2. RESEARCH QUESTION
“What is the current depiction of women representation in
stereotypical (traditional) and non-stereotypical (non-
traditional) ways in advertisements shown during prime
time transmission of a Pakistani TV channel having the
highest viewership ratings”

3. METHODOLOGY
Prime time advertisements (8pm till 11pm)
Month of April, 2016
Quantitative
+
Qualitative
Statistical presentation Visual description

4. • Looking autonomous and self-
confident while performing any
particular act.
• Modern look and expressions.
• Performing extra effort taking
activities.
• Independent mobility while
performing outdoor activities like
shopping, touring etc.
• Traditional appearance of women
(clothes, hair style, body language
etc).
• Performing household activities
(conventional roles) like cocking,
serving food, washing clothes,
caring her children etc.
• Seen as doing supporting roles
while performing any daily day
act.
Stereotypical representation of women in
Pakistani TV ads refer to the following
characteristics
Non-stereotypical representation of
women in TV ads refer to following
characteristics

5. DATA ANALYSIS
Frequency distribution of stereotypical and Non-stereotypical ads
Stereotypical ads = 16
Non-stereotypical ads = 6 73%
27%
Stereotypical Ads
Non-Stereotypical Ads

6. Top 5 Repeated non-stereotypical Ads Top 5 Repeated Stereotypical Ads
0
2
4
6
8
10
12
14
A produst of
biscuit
manufacturing
company
Smart Mobile
phone
Famous air
Fan
Famous ice
cream product
Mobile phone
0
0.5
1
1.5
2
2.5
3
Shampoo ad Shoes brand A famous
Soft drink
Beauty
cream ad
Shampoo ad
Series1

7. ONE ON ONE STATISTICAL COMPARISON OF FIVE MOST REPEATED
STEREOTYPICAL AND NON-STEREOTYPICAL ADS
1rst Ad 2nd Ad 3rd Ad 4th Ad 5th Ad
14
6
5
4 4
3 3
2
1 1
Stereotypical ads Non-Stereotypical ads

8. OVER ALL COMPARISON OF 5 MOST REPEATED STEREOTYPICAL AND NON-
STEREOTYPICAL ADS STATISTICS
77%
23%
Over all comparison of 5 most repeated Stereotypical and
non-Stereotypical Ads Statistics
Numbers of all 5 most
Repeated Stereotypical
Ads
Numbers of all 5 most
Repeated non-
Stereotypical Ads
0
5
10
15
20
25
30
35
Numbers of all 5
most Repeated
Stereotypical Ads Numbers of all 5
most Repeated non-
Stereotypical Ads
Over all comparison of 5 most repeated Stereotypical and non-
Stereotypical Ads Statistics

9. VISUAL DESCRIPTION OF FIVE MOST REPEATED STEREOTYPICAL AND
FIVE MOST NON-STEREOTYPICAL ADVERTISEMENTS
Stereotypical Ads
1. A produst of biscuit manufacturing company ad (repeated fourteen
times)
 Woman wearing a traditional dress.
 Brings a tray full of tea cups and biscuits from the kitchen.
 Serve biscuits to other people.
 Performing traditional role.

10. (2) Smart Mobile phone ad (repeated six times)
 Woman portrays aa supportive character.
 Playing a supportive role.
 Subordinate position of women.
(3) Famous air Fan ad (repeated five times)
 Presents the role of women in domestic activities.
 Welcome her husband in delightful manner..

11. (4) Famous ice cream product ad (repeated four times)
 Portray as a house wife preparing meal.
 Social responsibility of women.
(5) Mobile phone ad (repeated four times)
 Woman performing supportive role.
 Minor participation of woman

12. NON-STEREOTYPICAL ADS
(1) Famous shampoo ad (repeated three times)
 Challenging the stereotypical thinking.
 Modern representation of women.
(2) Shoes brand (repeated three times)
 Woman presents as self-confident and autonomous.

13. (3) A famous Soft drink (repeated two times)
 Women are presenting as outgoing, self-cofident.
 Promote the availibity of equal chances of entertainment.
(4) Beauty cream ad (on aired only once)
 Motivational representation.
 Self utilization in right manner.
(5) Shampoo ad (on aired only once)
 Highlight stereotypical notions.
 Demolish stereotypical concepts.

14. CONCLUSION
 Demolish the labels
 Highlight wrong traditional interpetations
 Explore public response in practical life